TotsBots bought by Frugi



Glasgow-based TotsBots, the reusable nappy company, has been acquired by Frugi, the Cornish organic children’s clothing brand.

Tracy Carroll, finance & ops director at Frugi, Fiona Smyth co-founder at TotsBots, Hugo Adams CEO at Frugi, and Marcus Smyth co-founder at TotsBots

The company, based in the East End of Glasgow and employing 75 staff, designs, manufactures and sells sustainably-sourced and environmentally-friendly nappies and reusable sanitary pad brand Bloom & Nora.

Its product range is all made from recycled plastic bottles and sustainable bamboo towelling, and a TotsBots reusable nappy voucher was recently included in the Scottish Baby Box.

Frugi, in which True, the retail and consumer investment and innovation firm, took a majority stake in July 2018, has grown strongly over recent years, with like for like sales growth of over 50% being achieved over the recent Christmas trading period. TotsBots is also enjoying considerable growth, particularly in its direct-to-consumer business, which has grown over 80% in the last twelve months.

Following the acquisition, the brands will work closely together with significant cross-selling opportunities, as well the option for Frugi to leverage TotsBots’ existing manufacturing facilities to test and develop new products and categories more quickly in the future.

Hugo Adams, CEO, Frugi, said: “This is a really exciting acquisition that goes right back to the founding principles of both brands. We already share a common purpose, values and ethics as well as an obvious product fit. Both businesses are already hugely successful with excellent growth rates. Bringing them together gives us even more opportunities to leverage the considerable skills and expertise in both businesses for the benefit of our customers, suppliers and the environment.”

Fiona Smyth, co-founder of TotsBots, added: “We have spent 19 years developing, manufacturing and selling environmentally friendly reusable nappies. It has always been our mission to make the best products, in the kindest way possible to our planet, inspiring and enabling parents to make choices that have a positive environmental impact for the future of their children.”

Paul Cocker, co-founder of True and board director at Frugi, said: “The acquisition of TotsBots, which very clearly fits our definition of fit for the future, is an exciting step in the company’s growth strategy, particularly due to its shared and aligned purposes and business practices that will benefit not only customers but also their supply chains and the environment.

“TotsBots is our first bolt-on acquisition and we look forward to seeking further opportunities for our portfolio companies in the future. I am also delighted to welcome Fiona and Magnus as shareholders and look forward to working closely with both teams to continue to accelerate the enlarged group’s growth.”

Tags: True, Frugi, Totsbots



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